Bega Cheese says acquiring the iconic Vegemite brand as part of its $460 million purchase of Mondelez International’s A/NZ grocery and cheese business will give it the leg up it needs to become a leading Australian branded consumer goods business.
The original Death Star had a diameter of 140Km, was crewed by 1.7 million personnel, and had the ability to destroy a planet.
Test and learn is so ingrained in Expedia’s culture, its brand marketing team leader describes her campaign activity as “science experiments”.
A strong cultural belief in brand, a commitment to simplifying consumer experiences, and innovative thinking are the fuel firing Taylor Wines’ category growth, its CMO claims.
The new code for being a brand challenger is more about what you’re challenging than who you’re challenging, the founder of international strategic brand consultancy, eatbigfish, claims.
Carlton & United Breweries marketing director, Richard Oppy, says the biggest change to marketing strategy he’s seen over his 15-year career is the client-agency relationship.
Over the past year, Mondelez International has been building out a media monetisation strategy that transforms the snacking giant from transactional media spender to content investor, producer and owner.
Marketers looking for cut-through need to be courageous, take risks, hold firm to their purpose, shake-up organisational structures, and be willing to allow their teams to be silly from time to time, Unruly’s co-founder and CEO, Sarah Wood, claims.
It’s the brands that can reflect culture back to consumers through their content, brand proposition and creative experiences that are going to win, according to AOL digital prophet, David Shing.
Speculation is rising around the highly anticipated launch of Kodak’s forthcoming smartphone offering on 20 October, the latest in a series of products aimed at re-introducing the brand to a new generation of consumer creators.
Federation University Australia (FedUni) boasts of a strong heritage as a regional university, providing education and training for more than 145 years. Despite this, the brand is relatively young as a result of merging the University of Ballarat with Monash University Gippsland campus and creating Federation University Australia in 2014.
Richard Oppy’s proudest moment over the past 12 months has been seeing CUB’s Pure Blonde brand, which had been in decline for almost five years, turn around and chalk up significant growth.
“When I commenced my studies 27 years ago, marketing was about ‘satisfying the needs and wants of customers’,” Kathmandu’s GM of marketing and international, Paul Stern, comments. “You can’t do that unless you know who you are targeting.”
Since joining ME as CMO, Rebecca James has instituted a restructure of personnel and departments across the business to put customer experience at the heart of everything the banking group does. This work brought together marketing, product design, digital sales channels and customer insights under the CMO for the first time, giving her the scope she needed to start truly changing the way the business operates.
IAG promoted its senior marketing leader, Jane Merrick, to general manager, marketing and customer experience within its Australian consumer division in April.
It’s been a big year for rebranding at Telstra. During an 18-month period, its chief marketing officer and group executive of media, Joe Pollard, spearheaded the development of and implemented a new strategic direction and holistic brand overhaul designed to move the company from telco brand to technology leader.
For former Cotton On global head of marketing and ecommerce, Col Kennedy, two components underpinned the way he fostered a customer-led approach at the fashion retailer.
Luxury car manufacturer, Lexus, has seen the return on marketing investment of long-term impact activities in order to improve brand equity double thanks to a repositioning of its strategy.
Australian owned accounting software player, MYOB, has kicked off a major rebranding program aimed at re-educating the market about its offerings and repositioning itself as an innovative technology company.
After 12 months in the making, Tennis Australia has revealed the new identity of the Australian Open aimed at engaging with new audiences and upgrading the brand mark to not only appeal to the digital platform, but to also reflect its wider appeal as an entertainment brand.
Marketers talk incessantly about their desire to forge stronger relationships with customers. But relationships are not all wine and roses. Relationships come with their fair share of negative emotions – frustration, anger, jealousy and, in some cases, betrayal.
Doesn’t it seem naive then that in the quest to build brand relationships, the negative side is often ignored altogether?